In order to cut through the advertising blur, and as the brand story was about everyday wine that Hungarian magyars enjoyed, it seemed appropriate to give these posters an authentic roughness. So instead of following the normal method of briefing an illustrator mock-up something rough-looking and having the type set, the whole poster was originally cut out of wood. When blown up to poster size, the lack of clean straight lines and the texture in the blacks really made it stand out.
This was the first campaign I won an award for.
Woodcut artist: Lars Hokanson